Strings & Things wanted to reignite the joy of playful snacking, while reminding parents that Cheestrings are also a healthy option. In a category crowded with generic snack options, the challenge was to bring a nostalgic favourite back to life in a way that felt modern, exciting and relevant. 

In a category full of functional messaging, taste and nutrition weren’t enough. By tapping into music, specifically rap, and drawing on nostalgic cues, we turned snacking into a moment of joy that connected across generations, making Strings & Things fun and shareable.

At the heart of the campaign was a family-friendly rap, available on all music streaming platforms and the campaign also ran across radio and social media channels. We also created a TVC styled as a rap video, which saw a family picnic transformed into a spontaneous performance of an original rap, “Fun Om Nom Nom”. The spot was directed by British Grime’s go-to director Matthew Walker, known for his work with Skepta, Stormzy, Dizzee Rascal and JME.

In a market dominated by functional messaging, Strings & Things stood out by being unapologetically fun, engaging, and culturally relevant. Proving that snacking can be as joyful as it is nourishing. The campaign is currently live, so we should have results soon…